G品牌买手采购决策模型研究

Research on purchasing decision model of G-brand buyer

以G品牌为研究对象,从采购产品特征这一全新角度出发,在解析其品牌公司架构买手流程的基础上,细分G品牌货品的产品属性影响因子和非产品属性影响因子。选择季节、LOGO、功能、尺寸、价格、材质和颜色7项采购货品的产品属性影响因子为自变量,采用时间序列预测与多元回归线性分析法对G品牌2011—2015年度5年10个季度数据的处理,建立买手采购在数量、金额和款式方面的决策模型。研究具有专业前瞻性,对各类品牌买手采购决策研究具有指导与参考价值。

In this paper,the G brand is chosen as the research object. Starting from the brand-new perspective of the characteristics of purchased products,this paper analyzes the purchase process of a brand company and divides the impact factors of product attribute and non-product attribute of G brand. 7 impact factors of product attribute including the season,LOGO,function,size,price,material and color are chosen as the independent variables,and time series prediction and multiple regression linear analysis are used to process the data of G brand in 10 quarters during 2011-2015. Meanwhile,the decision-making models of quantity,amount and style are established. The research has professional foresight,guidance and reference value for studying purchase decision-making of various brand buyers.